English Campaigns in Non-English-Speaking Geos (13)
Hello.
From my spy tool, it looks like it's quite frequent to run English campaigns in non-English-speaking countries with native ads. Do any of you do this?
If so, would you recommend setting the browser to English for all such campaigns, or would you run them across the local language, as well?
What are people's thoughts, in general, about doing this?
It depends on the Geo I run campaigns.
There are many Geos where you can easily run english campaigns although it´s not their first language.
Sometimes you even have to run english campaigns, for example Casino in NL.
Which non-English-speaking geos do you find work best for English campaigns?
Also, there are the geos where English isn't the primary language, but is an official or semi-official language.
I would think the Philippines, India, and a few others would be fine for English campaigns, along with the Netherlands.
I just googled for english speaking Geos and compiled a list.
Then I decided if the Geos were interesting for me or not.
So just check yourself, you know better than me what traffic and offers you have so it's better to check yourself for the best matches.
Also good is to first run in english and in case of success splittest with the Geos first language.
just signed up, excited to give this a whirl.
(Disclaimer: I don't really run native - the following is based on experience with pop.)
Sometimes, when I want to run a quick test on an international offer, I would use English landers to start.
It's the universal language. And if the vertical is one where not a lot of words / explaining is required, you can get a pretty accurate gauge of performance.
Of course for non-English speaking countries, landers in the local language will almost certainly convert better. But for initial testing, just using English is sometimes sufficient.
This is what some big affiliates will do, because time is worth more than the additional money it would take to do such testing (due to lower conversion rates). But for newer affiliates that have a more limited budget but more free time, using the local language from the beginning is recommended.
In that case, doing research to narrow down the best few geos to test first would be good. This can be done by asking AMs and looking through spy tools like Adplexity.
Hope this helps!
Amy
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From my experience, most of the time when affiliates run big volume in US, spytools always show you lots of other geos in the stats when you spy their campaigns. So spytools are not always accurate.
For me when I run English campaigns in non-English geos, it's usually not profitable, except some geos like UAE. So I tend to run ads & lps in local language.
Another thing I've tried is to run English ads targeting globally and redirect each geo to local language lp, sometimes it also works.
You can definitely make it work in specific countries, considering your language targeting.
As twinaxe suggested, you can make an EN campaign work in Netherlands since there is a very high percentage of English speakers in Netherlands.
On the other hand, running an English campaign in Spain probably wouldn't work, since there is a lower percentage of English speakers in Spain
If you've ever been to both example countries you would for sure understand how difficult it is to explain to a cab driver/waiter what you want in Spain compared to Netherlands.
Putting theory aside to focus on facts, consider what Vortex wrote - that most large marketers would launch a camp targeting multiple countries in English in order to test out overall campaign performance.
To extend that, after launching an English camp in multiple countries simply look at your tracker data by language to check what language converts better compared to others...
For example- if conversion rates are relatively similar in Netherlands on Dutch/English browsers - You can probably continue running English in Netherlands with similar results
Basically, look for facts in your tracker data after testing yourself. Once you have fact data, there will be less speculation
Another factor to consider is the funnel itself and how complicated it is ... I've run a ton of traffic through EN ads in huge asian geos for example, but its always been very simple angles ... download a video, watch this, warning 18+ only, so pretty much universal angles that everyone would understand. Tons of people use the default EN settings for Windows for example, they got used to the most general terms, so they consider them native by now. With longer copy, blog like LPs or VSLs and thelikes, I always had better results with localized translated copy.
What if the offer page is in English? Would it be better for the ads to be in English also?
Originally Posted by thien425
This is one of the things that there is not a definitive answer for, it's really on a case by case basis, so you need to test it.
English LPs/offer pages can work in non-English speaking countries but you really should try to get the offer in the local language.
Even if the offer/sale page itself isnt in the local language (and currency) - try talking to your AM and see if they can get it localized.
Its small margins/changes like that that can make or break a campaign.
Originally Posted by matuloo
Pros - Displaying an ad in the local language can definitely help you engage with visitors better which will likely result in higher CTR, and higher CTR can improve your ad reputation, and higher ad reputation means you could potentially receive higher exposure on lower bids with premium publishers.
Cons - Maximizing clicks by running an ad in a local language linked to an English LP/offer can potentially create a lot of visitors who will have a language barrier when reaching the LP/offer, likely resulting in poor LP CTR/Offer conversion rate, which may give you false indicators when optimizing landers/blacklisting widgets. For example you may end up blocking high quality widgets which would have performed amazing if you filtered the language barrier, but instead they have performed poorly because of that language barrier.
So when running that particular flow (native language ad > English offer) it's important to understand what exactly you're trying to achieve
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